基于商业生态系统理论和商业模式创新理论，从平台企业视角出发提出一种新的商业模式，结合效率型和新颖型商业模式的特点，将其命名为“融合型商业模式”。该模式由供应链融合、价值活动融合和营销融合组成，其中价值活动融合由研发、管理和服务融合组成。融合型商业模式实现了互联网背景下生态系统中利益共同体的价值共创和共赢，丰富了商业生态系统的商业模式创新理论。以钢铁电商欧冶云商为例进行分析探讨，为商业生态系统中平台企业设计和实施商业模式提供参考。

The development of information technology stimulates the continuous emergence of various new Internet-based business models, which becomes the fundamental condition for continuous growing of enterprises. Based on the theory of business ecosystem and business model innovation, a new business model named integrated business model is proposed from the viewpoint of platform enterprise. The purpose of integrated business model is to maximize the value of the business ecosystem which it belongs to. In this paper, the new business model with the case of Ouyeel Company in China is discussed.

国家自然科学“复杂理论视角下的电子商务创业企业组织创新研究”(71472182)